ЗВ’ЯЗОК ТЕРМІНА І ПОНЯТТЯ (на матеріалі транспортної термінологічної мегасистеми)

The article is dedicated to the elaboration of advertising slogans typology, which is the basis to the study of advertising texts in the aspect of translation. The relevance of the translation studies approach to the advertising text is established, and given the review of the scientific researches dealing with the problems of advertising texts analysis in different languages, and in the comparative aspect. The objective of the article is in the devising of the typology of advertising slogans, relevant for the translation studies aspect of the research. This objective presupposed the necessity of solving such tasks: to define such a notion as «slogan», to review the theoretical works on the advertising slogans typology, to develop the own typology of slogans, relevant for the translation studies. The object of the research – English slogans and their translations into Ukrainian, the subject of the research – typological specifics of advertising slogans in English and Ukrainian. The article gives the definition of the notion «advertising slogan», studies existing in the area typologies of advertising slogans, and suggests its own, which presents the division into commercial, social and political slogans. Commercial slogans are the markers of the unique trade proposition, connected with a certain commodity or service, they are divided into image and trade ones; social slogans aim at social, moral and ethical problems and manifest society values; political slogans express the main idea of the political campaign or a political program and can be subdivided into slogans of politicians, political parties and states. Each type of slogans requires a special approach when being translated, attention particularly being paid to the addressee